Perceived Brand Equity Research Articles

Examining the relative influence of multidimensional customer service relationships in the food delivery application context

Purpose From the perspective of relationship theory, customers tend to build a positive attitude toward a company with a strong connection. While previous tourism and hospitality studies acknowledged the strategic importance of a strong relationship between customers and brands in enhancing company performance probability, the potential benefits derived from mobile commerce experience deserves further investigation. Thus, this study aims to examine how multidimensional relationships between customers and service providers affect brand performance. Design/methodology/approach Using a sample of food delivery application customers in the USA, the structural equation modeling (SEM)-partial least squares (PLS) path modeling is used to examine the impact of economic exchange, social exchange, mutual-interest and self-interest, on brand equity and loyalty intention. Findings The PLS-SEM results indicate that customers’ perceived economic exchange, social exchange and mutual interests with food delivery applications influence their perceived equity, which, in turn, enhances their loyalty intention toward brand applications. However, self-interest does not enhance customers’ perceived brand equity. Practical implications Accordingly, food delivery service providers must value their relationship with customers to achieve sustainable organizational growth and develop appropriate promotion activities to enhance economic exchange, social exchange and mutual interests. Originality/value The current study contributes to the literature by empirically demonstrating the consequences of customer-brand relationships in the emerging service context (i.e. food delivery applications).

No matter what you do, I still love you: an examination of consumer reaction to brand transgressions

PurposeThis paper aims to examine the impact that brand transgressions, and the effect of an apology or lack thereof, have on consumers’ intentions to co-create with a brand, perceived brand equity and brand love, and compares these effects on brands that are viewed positively versus brands that are viewed negatively.Design/methodology/approachTwo studies were deployed. In the first study, a 2 × 2 between subjects factorial design using fictitious brands is used to test the hypotheses. The second study seeks to replicate the findings of the first study by using a brand connected to a real retailer.FindingsRegardless of a brand issuing an apology or not, co-creation, higher perceived brand equity and increased levels of brand love, are more likely to occur when a consumer views a brand as being positive versus negative. However, the results vary when the consumer has a prior level of knowledge and a stronger relationship with a brand.Research limitations/implicationsThis paper focuses on consumers between the ages of 18 and 29 years. While the findings of Study 1 are mostly replicated in Study 2, a more generalizable sample could create additional insights into the impact of brand transgressions and issuing or not an apology.Originality/valueThe findings of this paper add to the current literature on co-creation, brand equity, brand love and theory of reasoned action, in terms of the impact of an apology, or lack thereof, on brand transgressions and consequent consumer responses.

Eliciting brand-related social media engagement: A conditional inference tree framework

This study presents a machine learning approach using conditional inference tree (Ctree) to determine cognitive patterns that elicit consumer engagement into social media. Using the Ctree algorithm, a predictive model was computed using self-reported data on consumers' perceptions of brand equity and engagement into brand-related social media behavior from a sample of 1356 individuals. The predictive modeling analysis revealed 5 different cognitive patterns (rules) that stimulate brand-related social media behavior. Each rule comprises behavioral engagement discriminating low, medium, and high levels of consumption, contribution, and creation of brand-related social media content. Furthermore, based on the different patterns, the analysis portrait a typology of 5 subtypes of consumers according to their behavior, which by complementing the predictive analysis information may be used to stimulate different levels of consumption, contribution, and creation of brand-related social media content.

Impact of a retailer’s CSR activities on consumers’ loyalty

PurposeThe purpose of this paper is to study the impact of the main dimensions of a retailer’s corporate social responsibility (CSR) activities (philanthropic activities, respect for the environment, respect for the consumers and respect for the workers) (e.g. Maignan, 2001; Brunk, 2010a; Öbersederet al., 2014) on consumers’ loyalty towards this retailer. Mediation (through consumers’ trust in this retailer and/or retailer’s perceived brand equity) and moderation effects (depending on the groups of consumers considered) are also studied.Design/methodology/approachThis research was conducted on 547 consumers, representative of the Quebec population. These consumers were asked to select a retailer of their choice that they were familiar with (notably with its CSR activities) and to complete a questionnaire with regard to that retailer.FindingsThis research highlights that: the impact of a retailer’s CSR activities on consumers’ loyalty differs according to the dimensions considered (philanthropic activities, respect for the environment, the consumers and the workers), is fully or partially mediates by consumers’ trust in this retailer and/or retailer’s perceived brand equity and depends on the groups of consumers considered (the very responsible consumers, the local sceptical recyclers and the least responsible consumers).Research limitations/implicationsThis research indicates that when CSR is considered not as an aggregate construct, but in terms of its dimensions, their impacts on consumers’ loyalty towards the retailer may differ or appear under certain conditions. Moreover, this research points out that consumers’ trust in the retailer is a partial mediator (for the philanthropic activities dimension of a retailer’s CSR activities for the very responsible consumers and the local sceptical recyclers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Consumers’ trust in the retailer is also a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the very responsible consumers) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer. Lastly, retailer’s perceived brand equity is a full mediator (for the respect for environment dimension of a retailer’s CSR activities for the three groups of consumers considered) of the relationship between the dimension of a retailer’s CSR activities considered and consumers’ loyalty towards this retailer.Practical implicationsThis paper indicates to retailers that the dimensions respect for the consumers and the workers of their CSR activities do not have an impact on consumers’ loyalty. By contrast, for a retailer to be perceived by consumers as engaged in philanthropic activities or being environmentally friendly has a positive impact on consumers’ loyalty.Originality/valueIn this research, CSR is conceptualised as a multidimensional construct and the impacts of its main dimensions (philanthropic activities, respect for the environment, respect for consumers and respect for workers) on an important and strategic variables for retailers, loyalty, are highlighted. Moreover, this research also indicates that the impacts of a retailer’s CRS dimensions on consumers’ loyalty depend on individuals and may follow different paths (through consumers’ trust in the retailer and/or retailer’s perceived brand equity).

O valor e a autenticidade da marca influenciados pelos canais de distribuição

Brands, being ubiquitous, can provide different perceptions of brand equity and brand authenticity among consumers. This paper aims to identify the impact of the fit between a brand, premium positioned, placed in premium channels, in contrast with popular channels placement. A product of an identical brand may have its brand value (brand equity) altered by the fit of the channel option, i.e. a channel consistent in image and brand positioning (high fit) would impact on a higher end consumer based brand equity (CBBE). We intend to contribute to enhancing the understanding of the role of channel strategy in brand value as well as the mediating effect of brand authenticity. As a methodological proposal, a couple of experiments were conducted and it was found that the consistency between brand positioning and channel (fit) leads consumers to evaluate differently the CBBE. In addition, the study found that the fit between channel and brand has a direct effect on consumer purchase intent, the higher the fit, the greater purchase intent. Likewise, it was found that the perception of brand authenticity is affected by the fit between the channel and the brands, the higher the fit with the channel, the greater the perception of brand authenticity.

생태관광지의 체험요소가 브랜드자산과 지역애호도에 미치는 영향 : 국립청소년 농·생명센터 체험학습을 중심으로

The purpose of this study is to propose academic implications by integrating the relationship between perception of brand equity, local loyalty and tourism attitude by expanding the relationship of perception between tourism experience and brand equity. The survey was conducted from October 5th to October 9th at the National Center. and For the purpose of this study, we used frequency analysis, reliability and feasibility study, and regression analysis for empirical analysis. Sensory experience has been shown to influence brand equity. Behavioral experience factor and cognitive experience factor are the most important factors in local lover among tourism experience factors. Therefore, in order to promote local loyalty, it is considered that the development of programs that cause curiosity or interest, dynamic dynamism, or participation with other tourists will improve the loyalty of the region. The emotional experience factor and the sensory experience factor are classified as factors affecting the formation of the attitude of the tourist to the tourist destination. To this end, it is necessary to develop new, exciting, exciting, exciting experience elements by stimulating the tourist 's five senses do. In order to increase the loyalty of the region, image of the brand assets has shown the greatest influence. To this end, the local atmosphere is vigorously promoted by establishing a special image of the region, possessing interesting tourist resources, There is a need to make. Brand equity, brand image, and brand quality are all important influences on tourist attitude. Therefore, it can be said that improving brand equity affects the attitude of tourists.

The Influence of Semiotic Advertising Efficacy on Gen-Y Purchase Intent of Smart Phone

The paper presents an empirical analysis to demonstrate the influence of semiotic advertising efficacy on generation-y purchase intent of smart phone. Semiotic advertising is an effective, modern approach to advertising that focuses on the use of different signs, symbols, images and other visual aids for the purpose of marketing a given product or service. Since these signs tend to create an image of the brand in minds of consumers and also demonstrates the brand association with their cultural orientation, beliefs and values, semiotic advertising is said to have a significant impact on the brand equity as perceived by generation y customers. The study also confirms that since higher brand equity based on its components of perception, recognition, parity, loyalty and trust influences the purchase intentions and decisions of generation-y smart phone users positively, semiotic advertising must also have a positive influence on the purchase intent of the buyers. 
 
 The study has thus been based on the responses received from 620 generation-y smart phone users from a survey based on an instrument developed by the researcher to measure semiotic advertising efficacy, brand equity and purchase intentions as perceived towards advertisements of four smart phones shown to the respondents while undertaking the survey. The data obtained from the questions based on Likert scales has been analysed to prove the hypotheses as derived in the study. Outcomes as based on statistical path analysis establish that overall equity of a brand as perceived by generation y customers, increases with an increase in semiotic advertising efficacy and also the perceived brand equity has a positive and direct influence on purchase intentions. It is hence concluded from the discussions and findings that the purchase intentions of generation y smart phone users increase when the efficacy of semiotic advertising increases. The brands can be recommended to thus make sure that the visual elements and semiotics used in their advertisements align with cultural characteristics of buyers to enhance their overall efficacy.

Finding greener grass on the other side of hill

PurposeThe research concerning brand credibility of charity brands is scantly examined. The purpose of this paper is to examine the moderating role of brand credibility within the customer-based brand equity model to investigate donor perceived brand equity of charity brands.Design/methodology/approachIn a cross-sectional research design, a survey-based research strategy is followed to collect data from 448 active Muslim donors in Pakistan. The collected data are analysed by employing confirmatory factor analysis based on Smart PLS 2.0.FindingsThe results indicate that donor perceived brand association, brand awareness and brand loyalty strongly relate to perceived brand equity of charity brands. The brand credibility moderates the relationship between perceived quality, equity and brand loyalty, and equity paths.Practical implicationsThe charity brands need to focus on building a strong brand image and reputation to uplift brand credibility which can be achieved by offering training programmes addressing various social causes such as HIV and Cancer prevention.Originality/valueThe proposed moderating effects of brand credibility and its application to charity brands operating in an Asian Muslim country context are unique products of this study.

AN APPLIED PREDICTIVE MODELING OF BRAND EQUITY INDUCING SOCIAL MEDIA BRAND-RELATED ENGAGEMENT

This study presents a machine learning approach using conditional inference tree (Ctree) to determine how brand equity can be used to factually engage consumers into social media brand-related activities. Using the Ctree algorithm (Hothorn, Hornik, & Zeileis, 2006), a predictive model was computed using self-reported data on consumers’ perceptions of brand equity (Aaker, 1991) and engagement into social media brand-related behavior (Muntinga, Moorman, & Smit, 2011) from a sample of 690 individuals. The predictive modeling analysis revealed 5 different rules (patterns) that trigger social media brand-related behavior. Each rule comprises behavioral engagement discriminating low, medium, and high levels of consumption, contribution, and creation of brand-related social media content. Additionally, the analysis portrait 5 subtypes of consumers according to their behavior. This study has incremental explanatory power over preceding consumer brand engagement studies, in that it demonstrates how to manage brand equity to factually engage consumers into social media brand-related activities, therefore, generating valuable insights that may be used to support business.

Variación en el brand equity de una compañía tras un proceso de fusión y adquisición

l trabajo tiene como objetivo, evaluar el cambio en el brand equity de una compañía, que goza de una imagen de marca media, tras un proceso de fusión y adquisición con otra, que goza de una imagen de marca superior. Con una muestra aleatoria, se realiza una encuesta a residentes de Cali, Colombia. Se les pregunta, por una fusión hipotética entre la empresa local fabricante de electrodomésticos EMCEL y la empresa americana fabricante de electrodomésticos POOLAIR. El brand equity, es medido utilizando el constructo presentado por Aaker (1991). Los resultados arrojan que EMCEL, mejoró su brand equity percibido al fusionarse con POOLAIR y que, por su parte, POOLAIR tuvo un incremento en los constructos de asociación de marca y lealtad de marca.

Enhancing brand equity through emotions and experience: the banking sector

PurposeThe banking sector is devoted to attracting Generation Y customers with their particular tastes and interests. The purpose of this paper is to explore for the first time how bank experience influences emotions and perception of brand equity. Using the stimulus–organism–response (S–O–R) framework, the authors consider the perception of brand equity as the outcome.Design/methodology/approachA panel based on the method of Walsh and Beatty (2007) with completed and usable questionnaires was used to test the proposed model. The authors selected a sample of 211 respondents. After eliminating some inconsistencies, a final data sample consisted of 205 usable survey participants (male: 58 percent; female: 42 percent).FindingsExecutional excellence, staff engagement and value for money are the most relevant indicators in shaping the overall bank experience. Pleasure is the positive emotion that most enhances the perception of brand equity.Originality/valueThis study extends the S–O–R model by employing dimensions of experience as stimuli and brand equity as response. The study demonstrates the role of emotions (particularly pleasure) in enhancing brand equity among individuals from the Generation Y.

“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

PurposeThis paper aims to investigate the ways in which “non-collaborative co-creation” can affect brand equity as perceived by independent observers. It reports a study of the different effects on that perception attributable to non-collaborative co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers.Design/methodology/approachA 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception of brand equity before and after exposure to purpose-designed co-created treatments.FindingsNon-collaborative co-creation has a negative effect on observers’ perceptions of brand equity and brand attack, causing a stronger dilution of brand equity than brand play. Artists either mitigate the dilution or have a positive effect on those perceptions.Research limitations/implicationsFuture research could usefully investigate the relative susceptibility of brands to non-collaborative co-creation, the effects on brands of higher complexity than those in our experiment, exposed in higher-involvement media, and the effects of more diverse forms of co-creation.Practical implicationsBrand managers must recognise that co-creation carries considerable risks for brand equity. They should closely monitor and track the first signs of non-collaborative co-creation in progress. It could be beneficial to recruit artists as co-creators of controlled brand play.Originality/valueThis study offers a more complete insight into the effect of non-collaborative co-creation on observers’ perceptions of brand equity than so far offered by the existing literature. It connects the fields of brand management and the arts by investigating the role and impact of artists as collaborative or non-collaborative co-creators of brand equity.

Putting Words into Action: Marketing Organic Products with Existing Brand Associations

As consumer interest in organic products continues to grow, brands are increasingly adding organic variants to their product lines. However, consumer evaluations of these actions are not straightforward and differ for brands with various associations or within different product contexts. Previous research has shown that products with credence attributes, such as organic products, are often judged by brand name and consumers’ existing brand associations. The current study adds to previous work on brand equity and brand associations by explicitly considering the context and characteristics of these branded organic products. First, a pretest determined the existing brands’ corporate social responsibility (CSR) and corporate ability (CA) associations. Next, an online experiment tested consumers’ perceptions of brand equity, consumers’ trust in the brands and consumers’ purchase intentions, which were analyzed using a fully parallel, multiple-mediator process model with the experimental conditions as independent variables. The results show that brand equity increases most when a brand associated with both CA and CSR introduces an organic product. In addition, consumers trust this brand more compared to brands that are less strongly associated with CSR. Moreover, the intention to purchase organic products increases as brand equity increases, but the intention to purchase organic products does not increase as trust increases. Based on these results, we conclude that brands aiming to increase their value to positively affect consumers’ purchase intentions of their organic products benefit most when they are highly associated with both CSR and CA.

How consumers’ media usage creates synergy in advertising campaigns

This study proposes a novel methodology, mixture-amount modeling (MAM), to investigate cross-media advertising synergy based on consumers’ media usage. MAM allows to derive optimal media mixes that can be different for different types of media users. The authors provide a proof of concept by analyzing 46,852 responses to 92 beauty care advertising campaigns from 10,972 respondents from the Netherlands, Belgium, Finland, and Hungary and demonstrating the impact of consumers’ combined magazine, television, and Internet usage (i.e., how intensively they use media overall and the relative proportion of each individual medium) on their campaign-evoked brand interest, perceived brand equity, and purchase intention for advertised brands. The results suggest that different patterns of consumer media usage result in different responses to advertising campaigns.

Pricing of brand extensions based on perceptions of brand equity

The paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empirical evidence that companies that have invested heavily in marketing actions in the past and have built strong brand equity over-time, show flexibility in the mark-up during the cost decision-making process of a hypothetical brand extensions. Variations in mark-up percentages are also observed when there is a difference in image and category fit of the extension to the original brand. However, companies characterized by greater brand equity exhibited greater flexibility in the mark-up percentages, even for low fit extensions.

Analytical hierarchy process for estimating subscribers perception of brand equity dimensions on purchase decision of Nigerian mobile telecommunication services

Every firm that wants to compete in providing similar services, like those provided by the Nigerian mobile telecommunication firms must take brand equity seriously. By focusing on major telecom service providers in Nigeria, this study estimates subscribers perception of brand equity. To do this, a three-stage Analytical Hierarchical Process goal, criteria and sub-criteria were developed in order to weigh both the criteria and sub-criteria. In gathering data, a cross-sectional survey design was used. The primary data were collected from subscribers of Global System of Mobile Communication in Lagos state. The collection of data was enhanced by a well-structured Analytical Hierarchy Process questionnaire. In the same vein, a pairwise comparison of subscribers judgment, as it relates to how brand equity inuences their decisions was done. This, as shown from the analyzed data, allowed customers to prioritize criteria and sub-criteria, in favour of their purchasing choice and satisfaction. Analyses of data were done. The values of the data were obtained for the consistency index and ratio, local rating and global ranks for each criteria and sub-criteria. What results, as this study demonstrates, is that the data have practical implications on marketing and organizational strategies of the mobile telecommunication industries. Important as well, the study finds that the data will positively strengthen the industries general sustainable business performance.

Examining a psychological sense of brand community in elderly consumers

As the affluent baby-boomer segment rapidly approaches retirement, marketers are becoming more aware of elderly consumers. Carlson, Suter, and Brown (2008) recently introduced the psychological sense of brand community (PSBC) construct. This research extends their work by examining new antecedents and consequences of PSBC in the context of elderly consumers. Moreover, the study examines how older consumers' brand equity perceptions contribute to brand advocacy through a psychological sense of brand community (PSBC). Survey data is collected from 592 elderly customers (all over the age of 60) of a luxury motorcycle components and accessories manufacturer. Results suggest that three core facets of consumer-based brand equity contribute to older consumers' PSBC: perceived quality, perceived value for the cost, and brand uniqueness. Moreover, a PSBC motivates older consumers to participate in (and pay for) social brand communities as well as increases positive word of mouth and brand evangelism.

The Effect of Corporate Social Responsibility on Brand Equity and the Moderating Role of Ethical Consumerism: The Case of Starbucks

This study investigates the effects of customers’ perceptions of multidimensional corporate social responsibility (philanthropic, ethical, legal, and economic) on brand equity in the restaurant industry, specifically by examining the case of Starbucks in Korea. Furthermore, this study examines whether consumers with a high degree of ethical consumerism form more positive brand equity perceptions of restaurants than other consumers do. The results showed that ethical, legal, and economic aspects of corporate social responsibility had a significant influence on consumers’ perceptions of brand equity, while philanthropic corporate social responsibility did not. The analysis of moderating effects showed that consumers with high levels of ethical consumerism exhibit stronger relationships between economic corporate social responsibility and restaurants’ positive brand equity. Theoretical and managerial implications are discussed.

Consumers brand equity perceptions of traditıonal and non-traditional brands

This study aims to compare consumers' brand perception of traditional brands with brand perceptions of non-traditional brands. Consumers living in Ankara constitute the universe of work, and data were gathered in a face-to-face interview using the survey method. the demographic characteristics of the participants was prepared with the aim of evaluating and comparing one traditional brand and one non traditional brand of brand equity related to the brand equity by the participants. According to the results of the study, the brand equity perceptions of the traditional brands were found to be higher than the brand perceptions of the non-traditional brands. It has been found that there is a difference between perceptions of brand equity related to traditional and non-traditional brands, and that this difference is in favor of traditional brands.

Effective strategies for developing meaningful names and associations for co-branded products in new and emerging markets

Studies have indicated that ingredient co-branding is beneficial to partner institutions by transferring equity from one brand to the other. However, little research has been undertaken to understand the role of meaning and order of brand names in new and emerging markets. In response, this study investigates whether new co-branded products with meaningful names and the order in which they are presented affect perceptions of brand equity. The results of a study of 528 Chinese consumers reveal that the meaningfulness of brand names, as well as brand order, significantly affect the brand equity of the ingredient branding alliance. These results provide important insights into developing more effective co-branding naming strategies for firms contemplating entry into new markets in emerging economies. Discussion, managerial implications, and avenues for future research are also discussed.